Purpose – The purpose of this paper is to critically examine, theoretically and empirically, the two time orientation dimensions – long‐term orientation (LTO) and future orientation (FO) – in the national culture models of Hofstede and GLOBE, respectively. Design/methodology/approach –...

Purpose – The purpose of this paper is to highlight the ongoing misapplication of the Hofstede and GLOBE national culture dimensions at the individual level of analysis in both research and teaching. It provides suggestions as to how these national level constructs might be used in analysis...